newspaper association of america do great brands beget great brands?
TRANSCRIPT
Newspaper Association of America
Do Great Brands Beget Great Brands?
Our SpeakersOur Speakers
Sheryl Oliver, National Advertising Dir., NAALance Adeszko, Interactive Sales Manager,
Tribune InteractiveTom Kelley, National Sales Manager, Real
Cities Network
Today’s FocusToday’s FocusThe Newspaper Association of America (NAA) and our
distinguished panel of newspaper interactive experts will share new research, breakthrough ad vehicles and solutions for marketers utilizing newspaper websites.
In addition, we will share actual case studies on branding effectiveness and provide examples of new media platforms such as podcasts, VODcasts, print and online circulars and more.
Q&A
Research OverviewResearch Overview
OPA, Millward Brown, comScore - Affinity Study, 2002
MORI - Power Users, 2006
OPA - Day in the Life, 2006
comScore - Buying Power Index, April 2005 - April, 2006
Dynamic Logic MarketNorms®, 2006
Content Site Audiences Have Higher Affinity
Content Site Audiences Have Higher Affinity
0%
10%
20%
30%
40%
50%
60%
High Affinity WouldDefinitely
Recommend
VerySatisfied
with Content
FavoriteWebsite inCategory
Content SitePortal Channels
Source: OPA Audience Affinity Study, 2002
OPA Study ImplicationsOPA Study ImplicationsHigh-Affinity audiences are more valuable to
advertisers.
Advertisers will experience greater advertising efficiency with high-affinity audiences.
Advertisers will have greater efficiency in reaching high-affinity users by including content sites in their media plan.
Source: Online newspaper impact on purchase intent from Dynamic Logic MarketNorms® -- see the full report on The Digital Edge (www.digitaledge.org).
Source: MORI/Power Users 2006
’06 NP site ’06 Non-users
Male 50% 50%
Female 50 50
18-34 40 36
35-54 49 39
55+ 11 25
<$50K 37 43
$50K-$99K 41 40
$100K+ 22 17
HS or less 15 31
Some college/v-tech 33 34
College grad+ 52 35
Gender
Age
HH Income
’06 Mean Age (NP site users): 39.1
’06 Mean Age (Non-users): 42.7
’06 Mean Income (NP site users): $73,200
’06 Mean Income (Non-users): $65,900
Education
Newspaper Web Site UsersNewspaper Web Site Users
Newspaper Web Site UsersNewspaper Web Site Users
91 percent recently shopped online
89 percent recently bought online
90 percent are employed
71 percent are online daily @ work
63 percent check news daily
70 percent frequently bank online
64 percent recently checked classifieds online
68 percent have home broadband
52 percent have college degrees
Source: MORI/Power Users 2006
Source: MORI/Power Users 2006
Content Used When Visiting Newspaper Web sites
Content Used When Visiting Newspaper Web sites
Source: MORI Research Base: Online respondents (43% use Web site in addition to print)
Reasons Use Newspaper Web Sites in Addition to Print
Reasons Use Newspaper Web Sites in Addition to Print
0%
20%
40%
60%
80%
100%
Newspaper-Morning
Newspaper-Noon Newspaper-Afternoon
Newspaper-Evening
44%
17%
44%
11%
46%
12%
75%
39%
Reach for newspapers + Web vs. Newspapers alone
Source: OPA, Day in the Life 2006
Web Adds to Newspapers’ ReachWeb Adds to Newspapers’ Reach
Online Newspaper Readers’ Buying Power Outperforms that of Portals by a
Wide Margin
Online Newspaper Readers’ Buying Power Outperforms that of Portals by a
Wide Margin Of 158 online newspapers whose users’ “buying power” is tracked by
comScore MediaMetrix on a monthly basis, only 4 failed to rise above the norm.
More than half online newspapers tracked had a “buying power index” or BPI score greater than one and a half times comScore’s average ranking.
BPI is a measure of a site’s visitors’ online buying expenditure indexed to the total Internet population.
Source: comScore Buying Power Index April 2005-April 2006
Smart Media Examples – CVS on latimes.comSmart Media Examples – CVS on latimes.com
When a consumer scrolls over the CVS ad unit the rich media ad expands to display items from the CVS circular
Smart Media Examples – Walgreen’s on TopixSmart Media Examples – Walgreen’s on Topix
Examples of Powerful Brands Using Powerful Brands
Examples of Powerful Brands Using Powerful Brands
ResourcesResourcesHot New Research:
http://www.adconnections.org/hotnewresearch2.cfm
Advertising success stories: http://www.adconnections.org/hotnewresearch2.cfm
Online Newspaper Reach (quarterly Nielsen numbers): http://www.naa.org/advertiser/
Where NAA's New Media Federation Congregates: www.digitaledge.org
NAA Contact InformationNAA Contact Information
National Director: Sheryl Oliver, [email protected]
Online Business Development Director: Melinda Gipson, [email protected]
Retail Director: Charleen Stewart, [email protected]
Let us know how we can help.
